CVS Plans Full Transparency Of Their Beauty Ads By 2020

CVS Starts New Beauty Standard

CVS Pharmacy just announced a huge step in how beauty is seen in their stores. The retail giant announced this week they plan to give their customers full transparency for their beauty advertisements. Beginning this April, CVS will cut back on airbrushed/photoshopped images in its store beauty brands. As part of this initiative, transparency for beauty imagery that has been materially altered will be required by the end of 2020.

“As a woman, mother and president of a retail business whose customers predominantly are women, I realize we have a responsibility to think about the messages we send to the customers we reach each day,” said Helena Foulkes, President of CVS Pharmacy and Executive Vice President, CVS Health. “The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established. As a purpose-led company, we strive to do our best to assure all of the messages we are sending to our customers reflect our purpose of helping people on their path to better health.”

The company also announced that it will introduce the “CVS Beauty Mark,” a watermark that will be used to highlight imagery that has not been materially altered. For this initiative, materially altered is defined as changing or enhancing a person’s shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics. CVS Pharmacy will be working together with key brand partners and industry experts to develop specific guidelines in an effort to ensure consistency and transparency.

This new initiative is being introduced in an effort to lead positive change around transparency in beauty as well as to allow customers to differentiate between authentic and materially altered imagery. The CVS Beauty Mark will start to appear on CVS Pharmacy-produced beauty imagery in 2018 with the goal of all images in the beauty sections of CVS Pharmacy stores reflecting transparency by the end of 2020.

This is enormous in the beauty community! I’ve never seen such a move to transparency. Often times we don’t know what’s been altered but most times all of them are.

Photo from Deposit Photos

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